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FLŌA Recognised as Leading Snowsports Startup At ISPO 2020

by Fergie Miller January 05, 2020

FLŌA Recognised at World's Largest Sports Show 

FLŌA has started the new decade at a canter and has been recognised at the world's largest sports show with the Backcountry Base Layer nominated in the legendary ISPO Brand New competition. 

In the snow sports industry, the January dates for ISPO are not to be missed. This is where the great and the good of our industry congregate to showcase new season lines, hash out distribution and stockist deals, and generally catch up with the characters in this burgeoning, but tight-knit community.

ISPO Brand New

FLŌA is delighted to be shortlisted in ISPO Brand New as it’s the biggest platform for sports product launches and startups worldwide. Since the year 2000 this arm of ISPO has been searching and deciding just who are the most promising newcomers in the sports industry and to have this sign of endorsement for FLŌA means a lot. To put it in perspective former award winners include GoPro, Nixon, and Naish Kites. 

Obviously, this is a huge accolade for our base layer brand, and were were one of just two software clothing brands selected in the Slopes & Parks category. Coming in the wake of editorial in National Geographic, Fall Line and the FT, we are tremendously excited about how our technical mountain wear is being received by those in the know. 


FLŌA Backcountry Base Layer

The Judging panel at Brand New proved to be big fans of the Backcountry Base Layer appreciating its core qualities for mountain sport enthusiasts:

"A base layer made especially for the demands of ski mountaineering – the British start-up FLŌA Sports is fully committed to the trend of classic skiing. FLŌA MAP underwear is designed to be warm while still providing sufficient ventilation. The British company works with particularly air-permeable mesh under the armpits and on the back, where the backpack sits. Forty percent Merino provides warmth for a long tour, while the compression zones on arms and legs give extra stability and support."

18 Halls of Sports Products On Show


As well as infamous parties, new film screenings and coveted new product launches, ISPO has become a haven for outdoor pursuits from mountaineering, bouldering and climbing, to freestyle skiing, ski touring, snowboarding and surfing. It’s become a beacon for credibility and seriousness in this business, and allows everyone from buyers and athletes, through to journalists and documentarians to explore the current lay if the land. 


We will be flying the FLŌA flag high at this years ISPO in Munich where we are meeting European retailers as we begin to focus on the continental market. The show runs from 26th - 29th January 2020 and you can come find us at booth B4.BN20. If you want to get in touch ahead of ISPO kicking off, drop Fergie a line on fergie@floasports.com

Fergie Miller
Fergie Miller


Fergie, the founder of FLŌA, founded and spent ten years at Base Camp training over 2,000 ski & snowboard instructors before spending 8 years working in tech startups, including at over 5 accelerators covering Seed to Series A, before returning to action sports base layers and creating the FLŌA brand.


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